Gatorade first made social media command centres famous a few years ago, since then they’ve been relatively unobtainable to most brands around the world given the cost to implement and maintain. But what was then, might now be evolving to ‘Pop-Up’ style command centres for campaigns and special events.

The NRL’s Mission Control Room is just that, a Pop-Up social media command centre, setup inside the stadium as a strategic play to track, engage, reward and amplify the conversation around Australia’s biggest sporting series. It featured ex-players and celebrities along with a team producing custom content for fans and influencers the world over.
It’s the vision of the NRL’s Matt Henry and VML Australia.